As fans engaged with content, Ortega was able to stretch smaller mainstream media buys. Twice a week, engaging, humorous, and shareable Facebook Timeline posts invited comments and offered a quirky, unique prize package. A small Facebook ad campaign drove paid participation while shared Facebook content drove earned media. Incorporating Twitter and Instagram increased awareness and engagement.
As Facebook tightened its algorithm, Ortega needed more than simply buying new fans and engagement. Mission accomplished: a 14% fanbase growth in two weeks and huge engagement spikes on days the posts appeared.